11

Media and
Information Literacy
Quarter 1 – Module 3:
Evolution of Media
 What I Need to Know

Hi! This module was designed for you to explore the evolution of media. You
may be able to find out some technologies used throughout the history. You will be
amazed how people communicate each other without using cellphones or any social
media accounts.

May this module bring excitement and significant learning experiences as you
answer the activities. Let’s start!

The module is divided into two lessons:

• Evolution of Media: Traditional to New Media

• Indigenous Media and Other Sources of Information

After going through this module, you are expected to:

฀ identify traditional and new media;

฀ identify different sources of information in various ages;
฀ discuss the importance of evaluating information from the internet
฀ compare and contrast indigenous media to other sources of information
฀ explain how the evolution of media shaped the values and norms of people
and society

What I Know

I. Multiple Choice. Read carefully each question and write your answer in
STANDARD CAPITAL letter in your notebook.

1. It is a device that applies pressure to an inked surface resting upon a print

medium (like paper or cloth).
A. Clay Tablet C. Printing Press
B. Typewriter D. Laptop
2. It is used for long-distance communication by transmitting electrical
signals over a wire laid between stations.

A. Telegraph C. Smartphone
B. Clay Tablet D. Computer
3. It is to provide a platform for public political discourse. It is to facilitate
public opinion and expression of dissent.
A. Monitoring Function C. Opinion Function
B. Information Function D. Watchdog 4. Which of the following is
NOT a form of Indigenous Media?

A. Folk or traditional media C. Direct observation

B. Gatherings and social organizations D. Blog
5. It consists of interconnected networks using standardized communication
protocols.
A. Indigenous Media C. Internet
B. Library D. Television

II. Crossword Puzzle.

Directions: Complete the crossword puzzle by filling in a word that fits each
clue. Write your answers in your notebook.

Were you able to get the correct answer? Check the Answer Key.
 Lesson
Evolution of Media:
1 Traditional to New Media

Are you aware of what is happening in your community? Are you still updated with
the current issues that our country is facing today? If yes, good to hear that! I bet
you have your cellphone, television or radio with you to stay updated on what is
happening around. Did you ever wonder how people in the past received and
delivered information or data?

What’s In

Activity 1. Picture Analysis

Analyze the picture and answer the question that follows.
What does the picture tell you?
Explain your answer

Source: “Evolution of Communication”, The Denver

Post, last modified May 7, 2016,
https://www.denverpost.com/2009/03/26/evolution-
ofcommunication/

Are you familiar with the technologies that they used? Well, those are some of the
technologies that they used for communication. It was difficult and complicated to
communicate before. It was challenging and time consuming.

With the development of technology, people of today receive new tools that make
them work more efficient and effective. Let’s find out more!
 What’s New

Activity 2. Classification of Words

Directions: Classify the following communication tools according to what age they
belong.

cave paintings typewriter Facebook

transistor radio portable laptop papyrus newspaper

smartphones clay tablets telegraph LCD Projectors

wood blocks Google

Pre -Industria Industrial A Electronic A New/Information Age

Were you able to get all correct answers? You may check the Answer Key.
The words that you have classified are some of the communication tools that were
used in various ages in the history of communication: pre-industrial age, industrial
age, electronic age and new/information age.

What is It
As media and information evolve throughout the history, it provided
people with a better and faster access to information that is easier to adopt and to
manipulate.
Below are the different tools that were used in various eras in the history of
communication.
Pre-Industrial Age
Pre-Industrial Age (Before 1700s) - People discovered fire, developed paper from
plants, and forged weapons and tools with stone, bronze, copper and iron.
Source: Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior High School Media and Information
Literacy” Philippines Quezon City: Commission on Higher Education, 2016, pp.20-21

Examples:

Cave paintings (also known as “parietal art”) are numerous

paintings and engravings found on cave walls or ceilings
around 38 000 BCE.
Source: “Cave Art”, Encyclopedia Britannica, last Modified May 22, 2020,
https://www.britannica.com/art/cave-painting

Clay tablets are used as a writing medium especially for

writing in cuneiform. Cuneiform is one of the oldest forms of
writing. This means of communication was used for over 3
000 years in 15 different languages
Source: “The Evolution of Traditional to New Media: Different Devices through the Ages”,
Timetoast, accessed June 11, 2020,https://www.timetoast.com/timelines/prehistoric-or -pre-industrial-
age-before-1700s

Papyrus is made from pith of papyrus plant. It is used

in ancient times as writing surface to designate
documents written on its sheets, rolled up to scrolls.
Source: “The Evolution of Traditional to New Media: Different Devices through the Ages”,
Timetoast, accessed June 11, 2020,https://www.timetoast.com/timelines/prehistoric-or-
pre-industrial-age-before-1700s

Other examples:

• Acta Diurna in Rome (130 BC)

• Dibao in China (2nd Century)
• Codex in the Mayan region (5th Century)
• Printing press using wood blocks (220 AD

Industrial Age

Industrial Age (1700s-1930s) - People used the power of steam, developed machine
tools, established iron production, and the manufacturing of various products
(including books through the printing press).
Source: Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior High School Media and Information
Literacy” Philippines Quezon City: Commission on Higher Education, 2016, pp.20-21

Examples:
 Printing press for mass production (19th century)

A printing press is typically used for texts. It is a device

that applies pressure to an inked surface resting upon a
print medium (like paper or cloth).
Source: “The evolution of Traditional to New Media”, Sutori, accessed June 11, 2020,
https://www.sutori.com/item/printing-press-for-mass-production-19th-century-a-printing-press-is-a-device-
0297

Telegraph is used for long-distance communication

by transmitting electrical signals over a wire laid
between stations.
Source: “Morse Code and the Telegraph”, History, last modified June 6, 2019,
https://www.history.com/topics/inventions/telegraph

Motion picture (also known as film or movie) is

series of still photos on film, projected in rapid
succession onto a screen by means of light.
Source: “Motion
Picture”, Encyclopaedia Britannica, accessed June 12,
2020,https://www.britannica.com/art/motion-picture/Montage

Other Examples:

• Newspaper- The London Gazette (1640)

• Typewriter (1800)
• Telephone (1876)
• Motion picture photography/projection (1890)
• Commercial motion pictures (1913)
• Motion picture with sound (1926)
• Punch cards

Electronic Age

Electronic Age (1930s-1980s) - The invention of the transistor ushered in the

electronic age. People harnessed the power of transistors that led to the transistor
radio, electronic circuits, and the early computers. In this age, long distance
communication became more efficient.
Source: Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior High School Media and Information
Literacy” Philippines Quezon City: Commission on Higher Education, 2016, pp.20-21
Examples:

Transistor Radio Large Electronic Computers Mainframe Computers

Other Examples:

• Television (1941)
• Personal computers - i.e. Hewlett Packard 9100A (1968), Apple 1 (1976) •
OHP, LCD projectors
New Age or Information Age

Information Age (1900s-2000s) - The Internet paved the way for faster
communication and the creation of the social network. People advanced the use of
microelectronics with the invention of personal computers, mobile devices, and
wearable technology. Moreover, voice, image, sound and data are digitalized. We
are now living in the information age
Source: Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior High School Media and Information
Literacy” Philippines Quezon City: Commission on Higher Education, 2016, pp.20-21

Examples:

Laptop Facebook Google Meet

(Social Network) (Video Chat)

Other Examples:

• Web browsers: Mosaic (1993), Internet Explorer (1995)

• Blogs: Blogspot (1999), LiveJournal (1999), Wordpress (2003)
• Social networks: Friendster (2002), Multiply (2003), Facebook (2004)
• Microblogs: Twitter (2006), Tumblr (2007)
• Video: YouTube (2005)
• Augmented Reality / Virtual Reality
• Video chat: Skype (2003), Google Hangouts (2013)
• Search Engines: Google (1996), Yahoo (1995)
• Portable computers- laptops (1980), netbooks (2008), tablets (1993)
• Smart phones
• Wearable technology
• Cloud and Big Data
 Functions of Communication of Media

1. Monitoring Function. This is to inform the citizens on what is

happening around them.
2. Information Function. This is to educate the audience on the
meaning and significance of the facts.
3. Opinion Function. This is to provide a platform for public political
discourse. It is to facilitate public opinion and expression of
dissent.
4. Watchdog Role of Journalism. It denounces the wrongdoing of the
government and the private which leads to increasing of accountability
and spearheading positive changes.
5. Channel for Advocacy of Political viewpoints

Source: “Functions of Communication and Media”, LinkedIn, last modified January 26, 2017,
https://www.slideshare.net/DaveGeraldBooc/b-05-functions-of-communication-and-media

What’s More
Activity 3. Media at Four Ages
Directions: Complete the table below by giving two (2) examples for each question.
What did people use What did people use
What did people use
Age to communicate each to share or broadcast
to store information?
other? information?

Pre-industrial Age

Industrial Age

Electronic Age

New/Informational
Age

Source: Ferdinand B. Pitagan, Ph.D et.al., “Teaching Guide for Senior High School Media and Information Literacy”
Philippines Quezon City: Commission on Higher Education, 2016, pp.21-22
Activity 4. Traditional VS New Media
Write on the line which of the two is traditional media and new media and explain
briefly your answer.

Source:

“Traditional Media Vs New Media”, 1MayaMaria, last modified April 26, 2015,
https://1mayamaria.wordpress.com/2015/04/26/traditional-media-vs-new-media/

Explain your answer:

Were you able to distinguish correctly the two? Check your answers using the Answer
Key.

Activity 5. Venn Diagram

Directions: Using the Venn diagram give the similarities and differences
between tradition and new media.

Were you able to get the similarities and the differences between the two? Which do
you think is the better one? Why?
Check the Answer Key for the possible answers.
 What I Have Learned

Let us remember:

฀ As media and information evolve throughout the history, it provided people

with a better and faster access to information that is easier to adopt and to
manipulate.

฀ Media as a communication tool is used to inform people on what is happening

around them, and educating people to make significance of facts.

฀ Media is also used as a platform for public political discourse which can form
public opinion.

฀ Media also serves as a watchdog of the government and private agencies which
leads to accountability and effecting positive change.

What I Can Do
Activity 7. Collage Making

Directions: Cut some pictures and paste them in the box to create a collage that
shows the functions and communication of media. Do this in a short bonpaper.
Below is the rubric for your guide.
Rubric for Collage

Additional Activities

Criteria 4 3 2 1
Content The collage The collage The collage The collage does
demonstrates demonstrates demonstrates not demonstrate
understanding of understanding of understanding of understanding of
the topic. The the topic and the the topic but the topic.
pictures are pictures are some pictures are
logically organized not logically
relevant but some
and relevant to organized and
are not logically
the topic. irrelevant to the
organized.
topic
Creativity/Neatness The collage is The collage is The collage is The collage lacks
very creative and somehow creative creative but lacks creativity and
neat. and neat. neatness. neatness.

Activity 8. Poster Making

Directions: Create a poster that portrays the aphorism of
Herbert Marshall McLuhan who is a Canadian
communication theorist and educator, “The Medium is the
message”. Use a ½ cartolina for your poster. Below is a

rubric for your guidance.

Rubric for Poster
Criteria 5 4 3 2
The poster is Some drawings Most of the The drawing is
relevant to the are not relevant drawings are not not relevant to
topic and to the topic but relevant to the the topic and
communicates it still able to topic. It does not able to
Content the message acceptably
communicate the communicate a
clearly. message communicates clear message.
clearly. the message but
lacks clarity.
The poster is The poster The poster is The poster lacks
very creative and is creative but creativity
neat. somehow lacks neatness. and
Creativity/Neatness
creative neatness.
and
neat.

Lesson
Indigenous Media and Other
4 Sources of Information

In the previous lesson, we discussed how media and information evolve throughout
the history. It makes us easier to access more information. But, how will we know
the validity and reliability of the information that we get?

What’s In

Activity 1. News Report

The coronavirus or Covid19 pandemic is a global health crisis and the greatest
challenge in 2020. It creates economic, political and social effects to every country it
touches and leaves deep scars to it.
Some people lose their jobs and income. Some businesses are forced to close.
Education switches to remote learning approach. No one has an idea when normality
will return.

Directions: To know more about this pandemic, your task is to look for 3 news
articles about Coronavirus Covid-19 and place them in a sheet of paper. Then, write
on the box the references where you got your news articles and answer the questions
that follow.

Reference for news # 1

Reference for news # 2

Reference for news # 3

Note to the Student

Good topics are news about a politician, a phenomenon
1. Where did you search for these information or news article?

2. How did you determine the quality and accuracy of the information?

What’s New

Activity 2. Evaluating Online Resources

Directions: Assess the following resources that appeared in a search for “indigenous
alcohol morality”. Write the word suitable on the line if it is suitable to use as an
information source and reference in academic assignments. If not, write not suitable
and explain briefly your reasons.
1. Aboriginal alcohol consumption
• http://www.creativespirits.info/aboriginalculture/health/aborigina l-
alcohol-consumption
• Last updated Dec 2012, so information is quite up-to-date.
• Audience is the general public.
• Information published on a site called Creative Spirits. Author is Jens
Korff – no qualifications or experience are listed.
• Some advertising on website. Reference list is provided, however most of
the references are newspaper articles.
• About page seeks to convince the audience of its credibility, but its
purpose is not clear.

2. Estimating alcohol-attributable mortality among Indigenous Australians:

Towards Indigenous-specific alcohol aetiologic fractions

• http://ezproxy.cdu.edu.au/login?url=http://onlinelibrary.wiley.co
m/doi/10.1111/j.1465-3362.2008.00044.x/pdf
• Published 2009, so information is quite up-to-date.
• Audience is other researchers
• Authors are Richard Pascal, Tanya Chikritzhs and Dennis Gray – their
qualifications and organizational affiliations are listed.
• Article published in the Drug and Alcohol Review, which is a
peerreviewed journal. Reference list provided.
• This is a scholarly peer reviewed article

_________________________________________________________

3. Send indigenous offenders to rehab: report

• http://tools.ntnews.com.au/stories/54075277.php
• Published Feb 2013, so information is quite up-to-date.
• Audience is Australian / the general public. Newspaper article in the NT
News.
• Author is Lisa Martin – no qualifications or experience are listed..
• Source is likely to be the media release
http://www.naccho.org.au/download/aboriginalhealth/nidac_report_release.pd
f
• to inform and sell

_________________________________________________________

Source: “Evaluating Information Sources Guide: Activities”, Charles Darwin University Australia, last modified
May 4, 2020, https://libguides.cdu.edu.au/evaluation
 What is It

Sources of Information
There are three sources of information: indigenous media, library and internet.
Let us learn more of them in the following activities.

Indigenous Media

Indigenous media could also be defined as variety of media expression

conceptualized, produced, and circulated by indigenous people with information
appropriate to their culture.
Source: “Media and Information Sources”, BA Media and Information Literacy,last modified September 18,
2018, https://bamil786447613.wordpress.com/2018/09/18/media-and-information-sources/

Indigenous Knowledge is a unique knowledge from a specific culture or society.

Indigenous Communication is the transmission of information through local

channels or forms by which the culture is preserved, handed down and adapted.

Source: “Media and Information Sources”, BA Media and Information Literacy,last modified September 18,
2018, https://bamil786447613.wordpress.com/2018/09/18/media-and-information-sources/

Characteristics of Indigenous Media

• oral tradition of communication
• store information in memories
• information exchange is face-to-face
• information is contained within the border of the community
Source: “Oral traditions and expressions including language as a vehicle of the intangible cultural heritage ”,
UNESCO, accessed June 12, 2020, https://ich.unesco.org/en/oral-traditions-and-expressions-00053
Forms of Indigenous Media

• Folk or traditional media

• Gatherings and social organizations
• Direct observation
• Records (written, carved, oral)
• Oral instruction
Library
Library is a place where artistic, literary, musical and reference materials such
manuscripts, books, and films are kept for use and not for sale.

Types of Libraries
• Academic Library. This is for Colleges and Universities
• Public Library. This is for cities and towns
• School Library. This is for students from Kindergarten to Grade 12
• Special Library. This is in specialized environment such as hospitals,
private business and the government.

Internet
It is a global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using
standardized communication protocols.

Since it is easy to access information from the internet, the following evaluation
criteria will help you how to assess online resources.
• Currency. It is the timeliness of information.
• Relevance. It is the significance of the information that you need.
• Authority. It is the source of information.
• Accuracy. It is the closeness of the report to the actual data
• Purpose. The reason why it is created.

SKILLS IN DETERMINING THE RELIABILITY OF INFORMATION

1. Check the Author
2. Check the Date of Publication or of update
3. Check for Citations
4. Check the Domain or owner of the site/page.
.com – commercial
.gov – government
.edu – educational
.org – nonprofit organization
.mil – military

Source: “Evaluating Information Sources Guide: Activities”, Charles Darwin University Australia, last
modified May 4, 2020, https://libguides.cdu.edu.au/evaluation

Note to the Student

You really have to be careful in getting in formation from the internet. It

is easy to access information but takes time to check and validate.
Information might be varied in forms and content in which it is difficult
to determine its reliability and accuracy.
 What’s More

Activity 3. Sources of Information

Give examples of media for each source of information by pasting 3 pictures in each
box. Do this in a short bondpaper.

Indigenous Media Library Internet

Rubric
Criteria 5 4 3 2
Content All pictures are Only 2 pictures Only 1 picture is The pictures are
relevant to the are relevant to relevant to the not relevant to
given source of the given source given source of the given source
information. of information. information. of information.

Activity 4. Mind Mapping

Directions: Create a mindmap about

indigenous media. A Mind Map is a diagram
used to visualize the Indigenous relationship
among pieces of the whole. You media may add
more circles if necessary.

What I Have Learned

Let us remember:

฀ There are three sources of information: indigenous media, library and internet.

฀ Indigenous media could also be defined as variety of media expression

conceptualized, produced, and circulated by indigenous people with
information appropriate to their culture.

฀ Library is a place where artistic, literary, musical and reference materials such
manuscripts, books, and films are kept for use and not for sale.

฀ Internet is a global computer network providing a variety of information and

communication facilities, consisting of interconnected networks using
standardized communication protocols.
 What I Can Do
Activity 5. Essay
Directions: In this activity, interview two elders in your family and ask
them about cultural beliefs or practices in your community: how they preserve,
handed-down and adapted them. Then, ask at least three teenagers if they know and
value those cultural beliefs or practices.

Elder # 1

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

Elder # 2
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Teenager # 1
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Teenager # 2

__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

Teenager # 3
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________

What source of information did you use? ____________________________________

Cultural beliefs and practices in the community are best known by the elders. They
handed-down what they know to the next generation to preserve their cultural beliefs
and practices.
 Assessment

I.Multiple Choice. Read each question carefully and write

your answer in STANDARD CAPITAL. Write the answers in
your notebook.

1. When did people discover fire and develop paper from plants?
A. Pre-industrial Age C. Electronic Age
B. Industrial Age D. New/Information Age

2. Which of the following statements is TRUE about industrial age?

A. People developed paper from plants.
B. People used electronic devices as means of communication.
C. Books were published through printing press.
D. People used portable computer laptop to gather information.

3. Which of the following medium is used during the electronic age?

A. clay tablets C. virtual reality
B. cloud and big data D. LCD projectors

4. It is where people are can share ideas, speculate, tell stories and give
information.
A. Monitoring Function C. Information Function
B. Opinion Function D. Media as channel

5. Jade browses the internet on how to cite references for her research paper
so that she will not commit plagiarism. What function of media is this?
A. Monitoring Function C. Information Function
B. Opinion Function D. Media as channel

6. It refers to the closeness of the report to the actual data.

A. accuracy C. relevance
B. authority D. purpose
7. A type of library that is suitable to a particular grade level.
A. Academic Library C. School Library
B. Public Library D. Special Library
8. Which of the following is NOT a characteristic of indigenous media.
A. oral tradition of communication
B. store information in memories
C. information acquired from Google
D. information is contained within the border of the community
9. We need to evaluate information because ________.
A. sources vary in the levels of authority, accuracy and objectivity
B. not all information is suitable for your paper
C. the information available is relevant
D. "Fake news" is widespread
10. A journalist looking for sources should try to use ___.
A. close friends in gathering information
B. officials with closed connections
C. variety of sources with different facts and opinions
D. different opinions from the neighborhood